Embedded Wizard
- Company typePrivate
- Founded2002
- HeadquartersMünchen, Germany
- Headcount—
- GTM typeB2B
- OfferingSoftware
Embedded Wizard firmographics
Firmographics- Name
- Embedded Wizard
- Legal name
- TARA Systems GmbH
- Website
- https://embedded-wizard.de
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Ownership category
- akta.pro rank
Embedded Wizard industry classification
Industry- Product category
- Embedded GUI Development Software
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (5415)
- SIC
- Services-Computer Programming Services (7371), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Embedded Software & Firmware Tools (Compilers, Debug, RTOS tooling) (HDAHAFAE)
Keywords
Where Embedded Wizard is headquartered
LocationHeadquarters
- HQ city
- München
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Embedded Wizard business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscriptions (Studio, ChoraC CLI): Recurring subscription revenue from Embedded Wizard Studio (IDE) and ChoraC CLI (command-line code generation tool). Sold on per-seat, monthly or annual subscription basis.
- Support Subscriptions: Subscription-based technical support with tiers including Free (self-help documentation), Expert Product Support (€99/month, up to 3 conversations/month, 48-hour response time). Includes priority handling and MS-Teams/Phone support.
- Platform Packages: Hardware-specific integration packages available via subscription or royalty-based licensing. Supports 90+ platforms including STMicroelectronics, NXP, Renesas, Microchip, Ambiq, Espressif, and others. Royalty model based on units produced per calendar year.
- Perpetual Licenses: One-time fee licenses with optional Update Entitlement period for receiving Minor Updates/Hotfixes and Major Upgrades. After Update Entitlement expires, perpetual right of use continues for last version.
- Professional Services: GUI development services including Training, UX Design, Prototype Development, GUI Development, Port and Verification, and Product Support. Offered via time-and-material basis or fixed scope projects.
- Custom Modules: Pre-built specialized GUI components including Charts, Gauges, Custom Controls, and industry-specific widgets tailored to customer requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Studio - All-in-One IDE for Embedded GUI Development |
| Subscription | Monthly | ChoraC CLI - Command line interface for automated code generation |
| Subscription | Monthly | Expert Product Support - Priority technical assistance |
| Freemium | Monthly | Free Support - Self-help resources |
| Unit Pricing | Pay-as-you-go | Platform Packages - Hardware integration packages |
| One time/ perpetual license | Multi-year contract | Perpetual Licenses - One-time purchase with optional updates |
| Other | Pay-as-you-go | Port & Verification Service - Custom hardware integration |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Embedded Wizard product offering
Product offeringCore offering
Embedded Wizard is a platform-independent embedded GUI development framework consisting of Embedded Wizard Studio (Windows-based WYSIWYG IDE with integrated Chora compiler) and 90+ Platform Packages that automatically generate optimized ANSI-C code for deployment on resource-constrained microcontrollers, microprocessors, bare metal, RTOS, Linux, Android, and web browsers. The offering also includes ChoraC CLI for headless build automation, Test Framework for automated UI testing, Custom Modules for specialized widgets, and complementary professional services covering training, UX design, prototype development, GUI development, port and verification, and product support.
Product overview
Embedded Wizard is a platform-independent embedded GUI development framework consisting of two main components: Embedded Wizard Studio (the design-time authoring IDE) and Platform Packages (runtime deployments for specific hardware). The portfolio includes ChoraC CLI for automated code generation, a Test Framework for automated GUI testing, and Custom Modules for specialized widgets. Professional services complement the software offerings, covering GUI Development, Port and Verification, Prototype Development, UX Design, Training, and Product Support. The platform generates ANSI-C code that runs on 90+ hardware platforms spanning MCUs, MPUs, bare metal, RTOS, Linux, Android, and web browsers (via JavaScript/WebGL).
Differentiator
Problem solved
Functional benefit
Products and services
- Embedded Wizard Studio
Quantifiable outcome
- 500+ million devices deployed with Embedded Wizard technology
- +3 more outcomes
Companies that use Embedded Wizard
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles4 records
Embedded Wizard technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability3 records
Feature8 records
Embedded Wizard partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- PhyteccoreSystem-on-Modules and development kits partner. Phytec provides phyBOARD-Pollux, i.MX 8, and i.MX 93 platforms with official Embedded Wizard Platform Package support. Joint integration guides and partnership resources available.
- ToradexcoreComputer-on-Modules and carrier boards partner. Toradex provides NXP i.MX 8M Plus, i.MX 95, and TI AM62P platforms with Embedded Wizard integration. Formal partnership announcement made.
- demmel productscoreIntelligent display solutions partner providing NXP i.MX 8M Plus-based display products with Embedded Wizard support. Partnership announcement made.
- Inelco HunterminorDistribution partner specializing in STM32H7-based display solutions. Provides regional sales and support for Embedded Wizard products.
- ACTRONminorDistribution partner for embedded display platforms. Provides local sales and support services for Embedded Wizard.
- Embedded ArtistscoreDevelopment boards partner for NXP platforms. Provides development kits with Embedded Wizard Platform Package support for LPC55S69 and other NXP microcontrollers.
- VariscitecoreSystem-on-Modules partner providing platforms with Embedded Wizard integration support.
- STMicroelectronicscoreMajor semiconductor partner providing STM32 MCU platforms. Embedded Wizard supports hardware acceleration via Chrom-ART (DMA2D) and NeoChrom GPU on STM32U5, H7, N6 series. 90+ Platform Packages include extensive STM32 support.
- NXP SemiconductorscoreMajor semiconductor partner. Embedded Wizard Platform Packages support i.MX RT series (RT1050, RT1060, RT1064, RT1170, RT1010, RT500), i.MX 6/7/8/8M Plus/93/95, and LPC platforms. Extensive board support from ecosystem partners.
- Renesas ElectronicscoreMajor semiconductor partner. Embedded Wizard supports RA Series (RA4M2, RA6M3, RA8D1), RX Series (RX63N, RX65N, RX72N, RX261), and RZ Series (RZ/A, RZ/G2L, RZ/G3E, RZ/V) platforms.
- Texas InstrumentscoreSemiconductor partner for AM62 processors (AM62P, AM62L). Embedded Wizard Platform Packages provide integration support for TI-based embedded systems.
- Microchip TechnologycoreSemiconductor partner. Embedded Wizard supports PIC32MZ family, SAMA5 family, and SAM9X75 platforms with dedicated Platform Packages.
- AmbiqcoreUltra-low power microcontroller partner. Embedded Wizard supports Apollo4 and Apollo510 Series platforms for power-constrained applications.
- Espressif SystemscoreIoT microcontroller partner. Embedded Wizard Platform Package supports ESP32 family including ESP32, ESP32-S3, and ESP32-P4 with reference implementations on GitHub.
- Raspberry PicoreSingle-board computer partner. Embedded Wizard supports Raspberry Pi 3, 4, and 5 platforms with dedicated Platform Package and reference implementations.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Embedded Wizard competitors and assessment
Company assessmentDirect peers
- Altia: Altia's DeepScreen is a GUI design and code generation tool purpose-built for embedded displays. A longstanding direct competitor in the automotive, medical, and industrial embedded UI space with overlapping customer verticals.
- LVGL: Open-source (MIT-licensed) embedded graphics library widely used on MCUs. LVGL competes with Embedded Wizard in the same embedded GUI developer segment, particularly among maker/SMB users and cost-sensitive projects. Embedded Wizard positions its Mosaic framework and dynamic memory management against LVGL's static allocation approach.
- Crank Software: Crank's Storyboard is a graphical UI design and development tool for embedded devices, offering a comparable visual authoring workflow to Embedded Wizard Studio. Targets the same embedded HMI developer use cases across MCU and MPU platforms.
- Segger (emWin): Segger's emWin is an embedded graphics library and GUI toolkit that competes with Embedded Wizard's runtime layer. Both target low-resource MCUs and offer professional-grade embedded UI libraries, though with different design philosophies (library vs. framework).
- MicroEJ: MicroEJ provides an embedded software platform including virtual machine, GUI library, and app store for IoT and embedded devices. Comparable in providing a higher-level abstraction above bare-metal embedded development, with overlapping smart home, industrial, and consumer use cases.
- TouchGFX (by STMicroelectronics): STMicroelectronics' embedded GUI framework bundled with STM32 microcontrollers. TouchGFX is the most direct competitor to Embedded Wizard, targeting the same use case (embedded GUI on resource-constrained hardware) with a similar WYSIWYG design approach. Embedded Wizard explicitly compares against TouchGFX on its website.
Broad incumbents
- Qt Group: Qt Group offers Qt for MCUs, extending their broader cross-platform UI framework down to resource-constrained embedded targets. Much larger and broader company than Embedded Wizard, but the embedded offering competes directly in automotive, industrial, and consumer device GUI markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Embedded Wizard social profiles
Digital presenceEmbedded Wizard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Embedded Wizard leadership team
Management profileNumber of profiles
Profiles4 records
Embedded Wizard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Embedded Wizard M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Embedded Wizard
What does Embedded Wizard do?
Embedded Wizard is a platform-independent embedded GUI development framework consisting of Embedded Wizard Studio (Windows-based WYSIWYG IDE with integrated Chora compiler) and 90+ Platform Packages that automatically generate optimized ANSI-C code for deployment on resource-constrained microcontrollers, microprocessors, bare metal, RTOS, Linux, Android, and web browsers. The offering also includes ChoraC CLI for headless build automation, Test Framework for automated UI testing, Custom Modules for specialized widgets, and complementary professional services covering training, UX design, prototype development, GUI development, port and verification, and product support.
Is Embedded Wizard a public or private company?
Embedded Wizard is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Embedded Wizard founded?
Embedded Wizard was founded in 2002.
Where is Embedded Wizard based?
Embedded Wizard is headquartered in München, Germany, in the Europe region.
How does Embedded Wizard make money?
Six revenue lines are on record. Software Subscriptions (Studio, ChoraC CLI) is the primary driver. The others are support Subscriptions, platform Packages, perpetual Licenses, professional Services and custom Modules.
Who are Embedded Wizard's main competitors?
Direct peers on record are Altia, LVGL, Crank Software, Segger (emWin), MicroEJ and TouchGFX (by STMicroelectronics). Qt Group is listed as a broad incumbent.
Does Embedded Wizard have an API?
No public API is recorded for Embedded Wizard.
What industry is Embedded Wizard in?
Embedded Wizard's product category is Embedded GUI Development Software. Its primary akta.pro industry code is HDAHAFAE, Embedded Software & Firmware Tools (Compilers, Debug, RTOS tooling). Its NAICS code is 541511 and its SIC code is 7371.